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Strategic Advertising Management
Larry PercyRichard H. Elliott
出版Oxford University Press, 2020-12-25
主題Business & Economics / GeneralBusiness & Economics / Advertising & PromotionBusiness & Economics / Public RelationsBusiness & Economics / Strategic PlanningBusiness & Economics / CommerceMedical / General
ISBN01988356129780198835615
URLhttp://books.google.com.hk/books?id=rr4cEAAAQBAJ&hl=&source=gbs_api
EBookSAMPLE
註釋Provides the firm foundation you need to understand the effective strategic planning of advertising and other marketing communications. Using real world examples and 16 new case studies featuring a variety of international brands and companies such as Dutch bike rental service Swapfiet, US airline JetBlue, and British car manufacturer Jaguar, this is a resource you can trust to clearly illustrate how strategic advertising operates in a global economy. With added coverage on social media, viral, and online advertising throughout, and a dedicated chapter on digital media, Strategic Advertising Management continues to offer the most current, comprehensive and complete guide to the rapidly evolving landscape of the advertising industry